The Joo Chiat neighbourhood has a character of its own. The long stretch of shophouses is home to both the old and new; honest-to-goodness eateries serving up a variety of authentic Southeast Asian fare; vinyl shops for the odd traveller to chance upon; coffee shops to get your morning fix; creative enclaves and exhibition spaces that naturally invite the artist’s crowd. There is always something to do when you’re in the area, but there is no hurry to do any of it. The neighbourhood is known for its slower way of life; a place where you get to appreciate life’s finer joys, without feeling like you had to go out of the way to experience it.
It is for precisely this reason perhaps, that local label In Good Company finds its new home here. “It is one of the few parts of Singapore where you can still feel the texture of old shophouse life alongside a lived-in and genuine sense of community. We wanted to create a space that could become part of the neighbourhood’s daily rhythm rather than sit apart from it,” proffers Jaclyn Teo, co-founder and managing director of In Good Company.
An unhurried pace sets the tone as you step into the brand’s newest shophouse concept. A thoughtful approach has always led In Good Company’s overarching ethos, be it in its clothes or its collaborations, and this opening only seeks to cement it as fact. Bathed in warm, tonal hues and raw, woven textures, natural light filters through here. With utmost attention to detail, the four founders hoped to retain the spirit of the storied shophouse—a heritage space that speaks directly to the voice of the brand. Rather than a regular boutique for perusing clothes, much of the original space’s design elements—such as the spiral staircase—were preserved.
Walking in, one will discover something that sits at the heart of the brand: community. Shelves of design knick-knacks are the first thing you see, all culminating in a statement object wall which features items from its long line of local and international collaborators, some of which the brand has been nurturing a relationship with for many years. Between self-care, design sculptures and even audio equipment, the range of objects runs the gamut.
Kitschy sculptures from Mud Rock Ceramics. Soothing scents from Bangkok-based Copenn. Inflated pillows from metal craft studio, Baremetal Co. And writing pads from the print offcuts at Allegro Print. In between you’ll see the considered placement of In Good Company’s very own signature Pouf bags—a nod to the ease in which the brand designs for everyday living.
Wander further in and you’ll find Miura, which has already been welcoming a sizable crowd since its opening. A tea and wagashi stand by the team behind Paaru, Miura anchors the space with a communal sentiment and astute menu which draws from Japanese tea culture; where passers-by might step into the shophouse, feel tempted by one of the carefully prepared teas or matcha, and have a taste of a daifuku or two. Every drink is made in situ, and with its open concept, there is also pleasure in simply witnessing that little cup of joy be brought to life with such keen attention.
Its second floor is where you’ll find more of the brand’s ready-to-wear collections, spanning womenswear, menswear and its accessories line. The considered materials, eclectic accessories, draped silhouettes. Dreamed up with just a little more privacy, for the ones who would like to take their time to slowly appreciate the clothes and shop with intention.
And if the second floor is home to the brand’s most loyal customers, the third floor is one that leaves room for conversation. As a fashion label with a history of purposeful collaborations, you’ll find that this open loft space could be where the homegrown brand will be hosting its next creative workshop or weekend market.
Yet one thing is clear as water. Through heritage walls and afternoon delights, In Good Company’s newest home is one that you might never feel like leaving.
